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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
given to tactical issues involved in
creating print and TV advertising.
The components of a print ad
include headlines, body copy, illustrations,
and layout. We also examined
the video and audio
components of TV commercials
and various considerations
Key Terms
advertising appeal, 266
creative execution style,
266
informational/rational
appeals, 267
9. Creative Strategy:
Implementation and
Evaluation
emotional appeals, 269
transformational ad, 270
reminder advertising,
274
teaser advertising, 274
Discussion Questions
1. The opening vignette to the
chapter discusses the strong
growth Skyy vodka has experienced
over the past decade.
Discuss how advertising and other
forms of marketing communication
have contributed to the
success of Skyy.
2. Discuss the difference between
an advertising appeal and a creative
execution style. Find several
ads and analyze the particular
appeal and execution style used
in each.
3. What are the differences
between informational/rational
and emotional advertising appeals
and the factors that would lead to
the use of one over the other. Find
examples of advertising campaigns
that use each type of
appeal and discuss the reasons
why it is used by the advertiser.
4. IMC Perspective 9-1 discusses
how a number of companies have
been bringing back classic adver-
involved in the planning and
production of commercials.
Creative specialists are responsible
for determining the advertising
appeal and execution style as
well as the tactical aspects of creating
ads. However, the client must
review, evaluate, and approve the
headline, 283
direct headlines, 283
indirect headlines, 284
subheads, 284
body copy, 285
tising characters, spokespeople
and/or commercials. Why do you
think companies are doing this?
Discuss the pros and cons of this
strategy.
5. What is meant by emotional
bonding? Discuss how this
concept can be used in developing
an advertising campaign for a
brand.
6. Discuss how teaser advertising
might be used to introduce a new
product or brand or to reposition
an existing brand. What factors
should marketers take into consideration
when using a teaser
campaign?
7. IMC Perspective 9-2 discusses
how advertising for online companies
failed to inspire a new
creative revolution in advertising.
Do you think Internet and dot.com
companies relied too much on
developing outrageous advertising?
Might some of these companies
been more successful if
© The McGraw−Hill
Companies, 2003
creative approach before any ads
are produced or run. A number of
criteria can be used by advertising,
product, or brand managers and
others involved in the promotional
process to evaluate the
advertising messages before
approving final production.
layout, 285
voice-over, 286
needledrop, 286
jingles, 287
script, 287
they had used more traditional
advertising approaches?
8. What is meant by slice-of-death
advertising? Discuss some of the
reasons business-to-business marketers
might use this technique.
9. AFLAC, which is a provider of
supplemental insurance, has been
very successful in making a duck
a popular personality symbol for
the company in its advertising.
Discuss why an insurance
company would develop an advertising
campaign featuring a duck.
10. Discuss the role of headlines
and subheads in print advertisements.
Find examples of print ads
that use various types of direct
and indirect headlines.
11. Discuss the role of music in
advertising. Why might companies
such as General Motors and
Microsoft pay large sums of
money to use popular songs in
their commercials?
297